[box] “If women’s behavior confirms the gender stereotype, it lacks credibility and is deemed incongruous with the leader prototype; and if it matches the leader prototype, it lacks authenticity and they are not thought to be acting as proper women. It is a lose-lose situation.”[/box]

It is an interesting dilemma, and one without an easy answer.

What is interesting is that Pantene has decided to profit from highlighting this double standard. In a way, I am skeptical of capitalist, for-profit corporation use of advertising to send a positive message because at the end of the day, their bottom line is what is most important - they simply want to move product, right?

Perhaps .

What this also indicates though, is that advertising gurus up in Pantene Philippine's head office decided that women would want to buy something from a brand that realised there was a double standard at work and seemingly wanted them to do well regardless.

It implies that although you, as a woman, may be labelled 'bossy', or 'selfish', your actions were actually that of a 'boss' and someone 'dedicated'.

An interesting tactic.

I wonder if Pantene Australia would ever go for something like this, or whether women in places such as the Philippines connect more strongly with this sort of message?